Keep moving with protein!

More and more consumers today have a preference for foods that offer less sugar, and more ingredients like high-quality protein – plus the health benefits they have. At the same time, flavour, variety and convenience also rank high with them. 

Valio’s expanding line of lactose free PROfeel® protein products are finding lots of new fans these days. Starting from a niche market of workout enthusiasts, Valio PROfeel® products are increasingly embraced by consumers who simply want the health benefits of high protein foods – without sacrificing on taste. In fact, 80% of these consumers think of protein as being an important part of their diet – and they also know that not all protein sources are created equal. Milk protein is widely seen the most well-known and attractive protein source. Because of its well-known high quality, over a third of this group is interested in enjoying milk protein as part of their normal diet, most often for breakfast and lunch.In fact, 80% of these consumers think of protein as being an important part of their diet – and they also know that not all protein sources are created equal. Milk protein is widely seen the most well-known and attractive protein source. Because of its well-known high quality, over a third of this group is interested in enjoying milk protein as part of their normal diet, most often for breakfast and lunch.

Leading the protein boom

In fact, Valio PROfeel® protein products started the protein boom in Finland, and now represent one of the most successful and significant protein brands nationally, with over 70% brand awareness. Consumers increasingly recognize the product range as offering versatile and delicious sources of high-quality milk protein, which contributes to the growth and maintenance of muscle mass. And consumers love the range of choices as well, whether enjoying it in a spoonable snack, drink, shake, yogurt or protein powder.

Sometimes, it’s not hard to underst and why something has become popular so rapidly. Valio PROfeel® is food at its simplest; convenient, tasty – and offering real goodness from natural sources with excellent nutritional values.

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